The
Truth About Generating Leads Online

16. March 2016

Have you ever wondered what "buying" or "generating" leads mean? Online lead generation is a marketing terminology that refers to generating prospective consumer inquiry or interest into online
products or services. You buy or generate leads for different purposes: list building, acquisition of an e-newsletter list, or building out rewards or loyalty programs. A lead is usually the
contact or demographic information of customer who is interested in particular goods and services. Sales and marketing leads are the two types in the market.

How do you generate leads? This is done in sales leads through demographic criteria, like income, age, FICO score, HHI, and many more. Multiple advertisers acquire these leads through selling.
Sales leads are usually found in the insurance, mortgage, and finance leads, and they are typically followed up by the sales force making phone calls.

To buy advertising and generate leads, there are three pricing models in the e-advertising market that can be used by marketers. Cost-per-thousand (CPM) pricing models charge those who advertise
through impressions, or the number of times an advertisement is viewed. Usually sold on a CPM pricing model is display advertising. The difficulty here, however, is that advertisers are charged
even if the target market does not click or view the advertisement.

Cost-per-click (CPC) advertising, on the other hand, charges advertisers only when the advertisement is clicked by the reader. But because of tight competition, the prices of search keywords have
skyrocketed. Pay-per-action (PPA) advertising, finally, solves the problems of CPM and CPC through charging only by the lead. Not unlike CPC, the price per lead is possibly bid up by demand, and
there are methods that providers can commit fraud by creating leads or mixing one lead source with another in order to drive profits.

Recently, there has been a notable increase in generating leads. PPA advertising plays an active role in this matter - in this pricing
model, advertisers pay only for qualified leads, regardless of the clicks or impressions that went into the act to generate leads.

When it comes to the seeing if you have verified leads, there are lead validations services online to cater to your needs. These provide comprehensive validation and correction of lead data in
real time, and the result is an enhanced lead and overall numeric score from 0 to 100. The score is derived from the lead's components: consumer or business name, street address, phone number,
e-mail, IP address and the correlation between the components.